A new ad for the University of Moncton in New Brunswick, Canada, features a clip of a college couple kissing in the library.
In the ad (video below), the university promotes its academics and how the French language is spoken at the school. However, in French the word "langue" has a double meaning, language and tongue.
"It's like selling the university like it's a beer product," Marie-Noelle Ryan, president of the university's professors' and librarians' association, told CBC News.
"And it's not that way that you will recruit serious students and people who really want to learn and have good diplomas," added Ryan.
University of Moncton student Simon Paulin added, "I can understand how they are trying to bring popularity to it because young people think about it a lot, but still I don't think they should focus on that. It's not really professional, because we're here to learn."
Marc Angers, director of communications for university, told Canada.com that the ad is targeting 16- to 18-year-olds who, according to the school's research, really don't care about education for the most part.
“It’s hard to please everybody. What’s important for us is it worked,” stated Angers. “It did what it was aimed for: it generated awareness.”